Affect Heuristic

Written by Guido Jansen in
August 2010

Theory:

The affect heuristic is a heuristic in which current affect influences decisions. The emotion your in influences your decision making and judgement. 

Application:

Emotions (subconsciously) influence our actions. You can use this to stimulate certain behavior. You can use your websites copy, images or design te evoke certain emotions te elicit feelings such as humor or pleasure.

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